CSO Chris Wasden's Tips for Successful Rebranding at Twill
)
)
How do you rebrand a popular app to reflect your company’s wider vision, while staying loyal to your customers and what brought you success in the first instance?
10 years on from its humble D2C origins, Twill CSO Chris Wasden admits that the healthcare app Happify had become ‘a problem’. From providing wellness products, Happify had moved into areas as diverse as digital therapeutics, coaching, and virtual therapy, making it harder to consolidate these various facets in one brand identity.
‘We needed to have a package for our company, a brand […] that really represented more of what we had become’, Chris notes – while maintaining the flexibility to also encompass all that the company was becoming. As such, Happify remains a recognisable and popular wellness app, ‘but it’s just one of the many products’ under the umbrella of new brand, Twill.
Twill is split into Twill Care – ‘for the community, patient journey management’ – while wellness products fall under Twill Therapeutics. ‘It’s simplified the branding and naming of where other products fit as well’, Chris says. However, the strategy across the company’s different arms remains the same. Chris calls it ‘precision care’: ‘Delivering the right therapy, to the right person, at the right time, in the way that they want it.’ This is delivered in bespoke arrangements of digital products and services called ‘sequences’.
Chris sees Twill doubling down on additional therapeutic areas over the next five years. The company is unusual in its sector for its breadth of customer bases, in addition to its focus on customer engagement. This differentiated approach is serving Twill well so far – and long may it continue!
- The Venari Podcast
- Leadership
)
Cristian joined Venari Partners in 2019 and specialises in executive search across digital health and healthtech. He works closely with emerging and high-growth businesses across the US and Europe, helping them build leadership teams to support their growth and commercial ambitions. His sector expertise spans SaaS, digital therapeutics, AI, virtual care, real-world evidence (RWE) and healthcare IT, with a focus on senior appointments across strategy, business development, operations and commercial functions. With extensive experience supporting healthtech companies through key stages of growth, Cristian advises on C-suite, VP and Director-level appointments, board recruitment and succession planning. He also provides specialist support with US go-to-market expansion for European businesses, alongside interim solutions, market mapping, compensation benchmarking and leadership and organisational assessments. Combining deep sector knowledge with an understanding of the challenges facing growing healthtech businesses, Cristian brings a considered approach to identifying leadership talent and supporting organisations through critical stages of development.
View Full Profile)
)
)
)
)
)
